Lovely Professional University, Punjab

Course Code Course Title Lectures Tutorials Practicals Credits Course Planner
MKT905 SEARCH ENGINE OPTIMIZATION 3 0 0 3 12676::Dr. Lokesh Jasrai
Course Weightage ATT: 5 CA: 25 MTT: 20 ETT: 50
Course Focus EMPLOYABILITY,SKILL DEVELOPMENT,ENTREPRENEURSHIP

Course Outcomes :Through this course students should be able to

CO1 :: analyze search behavior and the technical process involved with it
CO2 :: use keyword research for content creation, evaluation and optimization.
CO3 :: develop focused search engine marketing campaigns which drive results
CO4 :: analyze and measure digital campaign performance on the basis of suitable analytics

TextBooks ( T )
Sr No Title Author Publisher Name
T-1 SEARCH ENGINE OPTIMIZATION BRUCE CLAY WILEY
(ALL IN ONE) FOR DUMMIES
Reference Books ( R )
Sr No Title Author Publisher Name
R-1 SEARCH ENGINE KRISTOPHER B. JONES WILEY
OPTIMIZATION: YOUR VISUAL
BLUEPRINT FOR EFFECTIVE
INTERNET MARKETING

Relevant Websites ( RW )
Sr No (Web address) (only if relevant to the course) Salient Features
RW-1 https://www.wordstream.com/blog/ws/2015/04/30/seo-basics SEO Beginners Guide

RW-2 https://www.hobo-web.co.uk/seo-tutorial/ Google SEO Tutorials for Beginners

RW-3 https://moz.com/learn/seo/what-is-seo SEO Learning Center

RW-4 https://neilpatel.com/what-is-seo/ Step by Step Guide

RW-5 https://www.dummies.com/web-design-development/search-engine-optimization/seo- Contains cheat sheets for SEO

for-dummies-cheat-sheet/

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
 LTP week distribution: (LTP Weeks)
Weeks before MTE 7
Weeks After MTE 7
Spill Over (Lecture) 7

Detailed Plan For Lectures

Week Lecture Broad Topic(Sub Topic) Chapters/Sections of Other Readings, Lecture Description Learning Outcomes Pedagogical Tool Live Examples
Number Number Text/reference Relevant Websites, Demonstration/
books Audio Visual Aids, Case Study /
software and Virtual Images /
Labs animation / ppt
etc. Planned
Week 1 Lecture 1 Introduction to search T-1 RW-1 Zero Lecture- Students will learn to Discussion and
engine optimization(putting R-1 Orientation about the identify search demonstration
search engines in context) course. Search engines, engine users,
its users and the need for discover why people
using search engines and use search engines,
search engine rankings pinpoint elements for
will be covered getting high keyword
rankings and define
relations between
search engines

Lecture 2 Introduction to search T-1 Search engine results,
engine optimization understanding of how
(recognizing and reading people look at search
search results) results, identifying
mobile users search
patterns and discovering
the features of a search
result page will be
covered
Students will learn to Discussion and Google search
read the search demonstration results
engine results page,
understand the search
results page and why
rank position matters,
identify how mobile
users search,
discovering the
effects of blended
search, understand
the Google's
knowledge graph and
discover the impact
of semantic search

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 1 Lecture 3 Introduction to search T-1 Search engine results,
engine optimization understanding of how
(recognizing and reading people look at search
search results) results, identifying
mobile users search
patterns and discovering
the features of a search
result page will be
covered
Students will learn to Discussion and Google search
read the search demonstration results
engine results page,
understand the search
results page and why
rank position matters,
identify how mobile
users search,
discovering the
effects of blended
search, understand
the Google's
knowledge graph and
discover the impact
of semantic search

Week 2 Lecture 4 Introduction to search T-1 RW-3 Seeking traffic and not Students learn to seek Discussion and Google search
engine optimization(getting rankings, spam avoiding traffic as the real demonstration result pages and
the site to appear in right techniques, using news, goal, avoid spam, associated
results) images, books, and other understand how rankings
search verticals for behavioral searching
ranking will be impacts their ranking,
discussed intent driven search,
use vertical search
engines for their
advantage, get into
local search results
and sign up for paid
ads in the various
search engines

Lecture 5 Introduction to search T-1 Using advanced search "Students learn to Discussion, Google search
engine optimization operators, understanding search like a power presentation and predictions
(identifying search result long tail queries and user, use advanced demonstration
drivers) using predictive search operators to
will be discussed supercharge their
search engine
optimization, find
specific file types in
the vertical search
engines, capture more
conversions using the
long-tail approach,
use Google Instant
search suggestions as
an intelligence tool
"

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 2 Lecture 6 Introduction to search T-1 Understanding what "Students learn Discussion, Spam results on
engine optimization(dealing spam is, discovering the finding out about the presentation and Google search
with spam issues) types of spam, reporting different types of demonstration
spam, Ethical search search engine spam,
marketing and following understanding the
the SEO code of ethics consequences of
will be discussed using spam, avoiding
search engine
penalties, being wary
of guaranteed results
and other false
promises and
understanding ethical
SEO
"

Week 3 Lecture 7 Keyword research T-1 Discovering site theme, "Students learn Discussion, Google
(employing keyword indistry and competitor discovering their Site presentation, adwords, Uber
research techniques and research, researching Theme , Demonstration suggest
tools) client niche keywords, brainstorming for
seasonal keyword trends keywords, creating a
and evaluating keyword keyword-based
research will be outline, choosing
discussed. related keywords,
researching keywords
by first-hand
evaluating keywords

Lecture 8 Keyword research T-1 Discovering site theme, "Students learn Discussion, Google
(employing keyword indistry and competitor discovering their Site presentation, adwords, Uber
research techniques and research, researching Theme , Demonstration suggest
tools) client niche keywords, brainstorming for
seasonal keyword trends keywords, creating a
and evaluating keyword keyword-based
research will be outline, choosing
discussed. related keywords,
researching keywords
by first-hand
evaluating keywords

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 3 Lecture 9 Keyword research(selecting T-1 RW-4 Selecting the proper
keywords) keyword phrases,
reinforcing and diluting
of theme, picking
keywords based on
subject categories,
keyword based search
and semantic search will
be covered
Week 4 Lecture 10 Keyword research(assigning T-1 Keywords, planning
keywords to pages) subject theme words,
landing pages,
organizing subjects,
consolidating themes
will be discussed
Lecture 11 Keyword research(adding T-1 Understanding keyword
and maintaining keywords) frequency and
distribution, adjusting
keywords, updating
keywords, using tools
for keyword placement
will be covered
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Students learn Discussion, Google
Selecting proper presentation and Assistant
keyword phrases, demonstration
reinforcing versus
diluting your site
theme, selecting
subject categories,
choosing high-traffic
and high-conversion
keywords, optimizing
with keywords for
natural language-
based search
Students learn Discussion and
Knowing what search presentation
engines see as
keywords, planning
your site’s themes,
creating landing
pages that attract and
hold visitors,
organizing your site
into subject
categories and
consolidating themes
for maximum ranking
value
Students learn Discussion and
figuring out keyword demonstration
densities, adjusting
keywords, updating
keywords and using
tools to aid keyword
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 4 Lecture 12 Content marketing and T-1 Knowing demographics, "Students lean to Discussion and LinkedIn
internal linking(selecting a tone, content style will know their target demonstration Articles
style for your audience) be covered audience, looking at
your current
customers to
understand their
demographics,
interviewing and
researching to
analyze your target
audience, choosing
the right tone to
engage your
audience, using a
blog to build a
relationship with
your audience, using
personas to define
your audience,
understanding the
benefits and
drawbacks of using
personas

Week 5 Lecture 13 Content marketing and T-1 Knowing demographics, "Students lean to Discussion and LinkedIn
internal linking(selecting a tone, content style will know their target demonstration Articles
style for your audience) be covered audience, looking at
your current
customers to
understand their
demographics,
interviewing and
researching to
analyze your target
audience, choosing
the right tone to
engage your
audience, using a
blog to build a
relationship with
your audience, using
personas to define
your audience,
understanding the
benefits and
drawbacks of using
personas

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 5 Lecture 14 Content marketing and T-1 User-friendly content
internal linking(establishing creation on various web
content depth and page and social media
length) platforms will be
covered
Lecture 15 Content marketing and T-1 Creating keyword list,
internal linking(adding creating content using
keyword-specific content) keywords, optimizing
the content, finding
tools for keyword
integration and
competitive analysis
tools will be discussed
Week 6 Lecture 16 Content marketing and T-1 Taking advantage of
internal linking(adapting local search and
your content for local optimizing content for
search) local search will be
discussed
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Students learn Discussion and
writing for maximum practical
readability, varying
content to increase
user interest and
search engine
ranking, optimizing
images and video,
enabling user-
generated content,
writing an effective
call to action
Students learn Discussion,
creating keyword list, demonstration and
developing content presentation
using keywords,
including synonyms
to widen appeal,
deepening content for
semantic search,
optimizing content
for search engine
rankings, finding the
best tools for
keyword integration
"Students learn Presentation,
exploring the formats Discussion
of local results,
maximizing your
visibility in organic
local results,
understanding the
need for local SEO,
meeting Google’s
Pigeon algorithm,
optimizing content to
be found in local
searches, creating
local landing pages
the right way,
answering common
questions for the
mobile searches
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 6 Lecture 17 Content marketing and T-1 Sources of duplicate
internal linking(dealing with content and ways to
duplicate content) resolve it, and
duplication by outsiders
will be covered.
Crediting ones content
to avoid intellectual
property theft will be
covered and strategies to
employ appropriate
keywords to build ones
brand will also be
covered.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
"Students learn to Discussion,
duplicate content so Demonstration and
that you can avoid it, presentation
recognizing how
content can become
duplicated, resolving
duplicate content
issues, understanding
how a federal
copyright can protect
your site, handling
your content.
Students get
understanding
intellectual property
ownership, knowing
what to do when your
content is stolen,
filing for a federal
copyright,
incorporating content
from other sites,
giving credit to
original authors,
protecting your
images. Students
learn selecting
keywor
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 6 Lecture 17 Content marketing and T-1 Sources of duplicate
internal linking(crediting content and ways to
your content) resolve it, and
duplication by outsiders
will be covered.
Crediting ones content
to avoid intellectual
property theft will be
covered and strategies to
employ appropriate
keywords to build ones
brand will also be
covered.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
"Students learn to Discussion,
duplicate content so Demonstration and
that you can avoid it, presentation
recognizing how
content can become
duplicated, resolving
duplicate content
issues, understanding
how a federal
copyright can protect
your site, handling
your content.
Students get
understanding
intellectual property
ownership, knowing
what to do when your
content is stolen,
filing for a federal
copyright,
incorporating content
from other sites,
giving credit to
original authors,
protecting your
images. Students
learn selecting
keywor
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 6 Lecture 17 Content marketing and T-1 Sources of duplicate
internal linking(using SEO content and ways to
to build your brand) resolve it, and
duplication by outsiders
will be covered.
Crediting ones content
to avoid intellectual
property theft will be
covered and strategies to
employ appropriate
keywords to build ones
brand will also be
covered.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
"Students learn to Discussion,
duplicate content so Demonstration and
that you can avoid it, presentation
recognizing how
content can become
duplicated, resolving
duplicate content
issues, understanding
how a federal
copyright can protect
your site, handling
your content.
Students get
understanding
intellectual property
ownership, knowing
what to do when your
content is stolen,
filing for a federal
copyright,
incorporating content
from other sites,
giving credit to
original authors,
protecting your
images. Students
learn selecting
keywor
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 6 Lecture 18 Content marketing and T-1 RW-2 Linking strategies and
internal linking(employing strategies to obtain links
linking strategies) will be covered. How
these links are to be
structured and organized
and the sources of these
links will be discussed
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Students learn Discussion,
theming site by Demonstration and
subject, Presentation
implementing clear
subject themes,
organizing content
with silos, making
the most of outbound
linking, tackling link
building
Students learn
theming website by
subject, optimizing
link equity, creating
and maintaining silos,
understanding
sitemaps, figuring out
sitemaps
Students learn
understanding the
benefits and risks of
link building,
identifying quality
links, attracting links
naturally, creating
link magnets,
fostering
relationships with
industry inf
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 6 Lecture 18 Content marketing and T-1 Linking strategies and
internal linking(structuring strategies to obtain links
internal links) will be covered. How
these links are to be
structured and organized
and the sources of these
links will be discussed
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Students learn Discussion,
theming site by Demonstration and
subject, Presentation
implementing clear
subject themes,
organizing content
with silos, making
the most of outbound
linking, tackling link
building
Students learn
theming website by
subject, optimizing
link equity, creating
and maintaining silos,
understanding
sitemaps, figuring out
sitemaps
Students learn
understanding the
benefits and risks of
link building,
identifying quality
links, attracting links
naturally, creating
link magnets,
fostering
relationships with
industry inf
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 6 Lecture 18 Content marketing and T-1 Linking strategies and
internal linking(obtaining strategies to obtain links
links) will be covered. How
these links are to be
structured and organized
and the sources of these
links will be discussed
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Students learn Discussion,
theming site by Demonstration and
subject, Presentation
implementing clear
subject themes,
organizing content
with silos, making
the most of outbound
linking, tackling link
building
Students learn
theming website by
subject, optimizing
link equity, creating
and maintaining silos,
understanding
sitemaps, figuring out
sitemaps
Students learn
understanding the
benefits and risks of
link building,
identifying quality
links, attracting links
naturally, creating
link magnets,
fostering
relationships with
industry inf
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 7 Lecture 19 Content marketing and T-1 Checking the quality of
internal linking(vetting links and connecting the
inbound links) content with social
networks will be
discussed.
Content marketing and T-1 Checking the quality of
internal linking(connecting links and connecting the
with social networks) content with social
networks will be
discussed.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Students learn Discussion,
identifying inbound Demonstration and
links, avoiding poor- Presentation
quality links, dealing
with link spam
issues, cleaning up
spammy inbound
links
Students learn
attracting links with
blogs, leveraging
social news sites,
defining media
optimization,
implementing social
media optimization,
gaining search
visibility through
social activity,
building a
community, adding
interactivity to your
website
Students learn Discussion,
identifying inbound Demonstration and
links, avoiding poor- Presentation
quality links, dealing
with link spam
issues, cleaning up
spammy inbound
links
Students learn
attracting links with
blogs, leveraging
social news sites,
defining media
optimization,
implementing social
media optimization,
gaining search
visibility through
social activity,
building a
community, adding
interactivity to your
website
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
 SPILL OVER
Week 7 Lecture 20 Spill Over
Lecture 21 Spill Over

MID-TERM
Week 8 Lecture 22 Optimizing the foundations T-1 Various server issues Students learn about Discussion and
(server issues) and the ways to deal servers, making sure presentation
with them to keep server is healthy and
servers healthy will be fast, excluding pages
discussed or sites from the
search engines,
passing instructions
to search engines
with a robots text file,
using Meta robots
tags, building a
customized 404 Error
page, avoiding dirty
IPs and bad
neighborhoods,
serving site to
different devices

Lecture 23 Optimizing the foundations T-1 Various server issues
(server issues) and the ways to deal
with them to keep
servers healthy will be
discussed
Students learn about Discussion and
servers, making sure presentation
server is healthy and
fast, excluding pages
or sites from the
search engines,
passing instructions
to search engines
with a robots text file,
using Meta robots
tags, building a
customized 404 Error
page, avoiding dirty
IPs and bad
neighborhoods,
serving site to
different devices

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 8 Lecture 24 Optimizing the foundations T-1 Ways of selecting Students learn Discussion, relentless.com
(domain names) domain names and using choosing domain Demonstration and
redirects will be name, registering presentation
discussed domain name,
understanding
country codes and
top-level domains,
securing domains for
common misspellings
of name, considering
domains with
alternate extensions,
choosing the right
hosting solution,
knowing how search
engines view
subdomains
"Students learn
understanding when
to use a redirect
command,
discriminating
between the different
types of redirects,
understanding 301
and 302 Redirects,
knowing when to use
Meta refreshes

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 8 Lecture 24 Optimizing the foundations T-1 Ways of selecting Students learn Discussion, relentless.com
(using redirects for SEO) domain names and using choosing domain Demonstration and
redirects will be name, registering presentation
discussed domain name,
understanding
country codes and
top-level domains,
securing domains for
common misspellings
of name, considering
domains with
alternate extensions,
choosing the right
hosting solution,
knowing how search
engines view
subdomains
"Students learn
understanding when
to use a redirect
command,
discriminating
between the different
types of redirects,
understanding 301
and 302 Redirects,
knowing when to use
Meta refreshes

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 9 Lecture 25 Optimizing the foundations T-1 Ways of selecting Students learn Discussion, relentless.com
(domain names) domain names and using choosing domain Demonstration and
redirects will be name, registering presentation
discussed domain name,
understanding
country codes and
top-level domains,
securing domains for
common misspellings
of name, considering
domains with
alternate extensions,
choosing the right
hosting solution,
knowing how search
engines view
subdomains
"Students learn
understanding when
to use a redirect
command,
discriminating
between the different
types of redirects,
understanding 301
and 302 Redirects,
knowing when to use
Meta refreshes

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 9 Lecture 25 Optimizing the foundations T-1 Ways of selecting Students learn Discussion, relentless.com
(using redirects for SEO) domain names and using choosing domain Demonstration and
redirects will be name, registering presentation
discussed domain name,
understanding
country codes and
top-level domains,
securing domains for
common misspellings
of name, considering
domains with
alternate extensions,
choosing the right
hosting solution,
knowing how search
engines view
subdomains
"Students learn
understanding when
to use a redirect
command,
discriminating
between the different
types of redirects,
understanding 301
and 302 Redirects,
knowing when to use
Meta refreshes

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 9 Lecture 26 Optimizing the foundations T-1 Ways of selecting Students learn Discussion, relentless.com
(domain names) domain names and using choosing domain Demonstration and
redirects will be name, registering presentation
discussed domain name,
understanding
country codes and
top-level domains,
securing domains for
common misspellings
of name, considering
domains with
alternate extensions,
choosing the right
hosting solution,
knowing how search
engines view
subdomains
"Students learn
understanding when
to use a redirect
command,
discriminating
between the different
types of redirects,
understanding 301
and 302 Redirects,
knowing when to use
Meta refreshes

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 9 Lecture 26 Optimizing the foundations T-1 Ways of selecting Students learn Discussion, relentless.com
(using redirects for SEO) domain names and using choosing domain Demonstration and
redirects will be name, registering presentation
discussed domain name,
understanding
country codes and
top-level domains,
securing domains for
common misspellings
of name, considering
domains with
alternate extensions,
choosing the right
hosting solution,
knowing how search
engines view
subdomains
"Students learn
understanding when
to use a redirect
command,
discriminating
between the different
types of redirects,
understanding 301
and 302 Redirects,
knowing when to use
Meta refreshes

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 9 Lecture 27 Optimizing the foundations T-1 RW-5 Various troubles in "Students learn about Discussion,
(content management content management content management Presentation and
system troubles) and solving SEO systems (CMS), Demonstration
roadblocks will be avoiding the
discussed problems caused by
dynamic URLs and
session IDs, selecting
a good CMS, making
your CMS work with
your search engine
optimization (SEO)
efforts, using hosted
e-commerce solutions
effectively, helping
search engines read a
website built
completely in
JavaScript"
Students learn to
ensure that search
engines see the site,
create effective
sitemaps, avoid page
hijackings and how to
handle SEO problems
connected with
secure sites.

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 9 Lecture 27 Optimizing the foundations T-1 Various troubles in
(solving SEO roadblocks) content management
and solving SEO
roadblocks will be
discussed
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
"Students learn about Discussion,
content management Presentation and
systems (CMS), Demonstration
avoiding the
problems caused by
dynamic URLs and
session IDs, selecting
a good CMS, making
your CMS work with
your search engine
optimization (SEO)
efforts, using hosted
e-commerce solutions
effectively, helping
search engines read a
website built
completely in
JavaScript"
Students learn to
ensure that search
engines see the site,
create effective
sitemaps, avoid page
hijackings and how to
handle SEO problems
connected with
secure sites.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 10 Lecture 28 Optimizing the foundations T-1 RW-5 Various troubles in "Students learn about Discussion,
(content management content management content management Presentation and
system troubles) and solving SEO systems (CMS), Demonstration
roadblocks will be avoiding the
discussed problems caused by
dynamic URLs and
session IDs, selecting
a good CMS, making
your CMS work with
your search engine
optimization (SEO)
efforts, using hosted
e-commerce solutions
effectively, helping
search engines read a
website built
completely in
JavaScript"
Students learn to
ensure that search
engines see the site,
create effective
sitemaps, avoid page
hijackings and how to
handle SEO problems
connected with
secure sites.

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 10 Lecture 28 Optimizing the foundations T-1 Various troubles in
(solving SEO roadblocks) content management
and solving SEO
roadblocks will be
discussed
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
"Students learn about Discussion,
content management Presentation and
systems (CMS), Demonstration
avoiding the
problems caused by
dynamic URLs and
session IDs, selecting
a good CMS, making
your CMS work with
your search engine
optimization (SEO)
efforts, using hosted
e-commerce solutions
effectively, helping
search engines read a
website built
completely in
JavaScript"
Students learn to
ensure that search
engines see the site,
create effective
sitemaps, avoid page
hijackings and how to
handle SEO problems
connected with
secure sites.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 10 Lecture 29 Optimizing the foundations T-1 RW-5 Various troubles in "Students learn about Discussion,
(content management content management content management Presentation and
system troubles) and solving SEO systems (CMS), Demonstration
roadblocks will be avoiding the
discussed problems caused by
dynamic URLs and
session IDs, selecting
a good CMS, making
your CMS work with
your search engine
optimization (SEO)
efforts, using hosted
e-commerce solutions
effectively, helping
search engines read a
website built
completely in
JavaScript"
Students learn to
ensure that search
engines see the site,
create effective
sitemaps, avoid page
hijackings and how to
handle SEO problems
connected with
secure sites.

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 10 Lecture 29 Optimizing the foundations T-1 Various troubles in
(solving SEO roadblocks) content management
and solving SEO
roadblocks will be
discussed
Lecture 30 Conversion and analytics T-1 Various ways of
(employing site analytics) tracking the analytics
and statistics of the site
will be discussed
Week 11 Lecture 31 Conversion and analytics T-1 Various ways of
(employing site analytics) tracking the analytics
and statistics of the site
will be discussed
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
"Students learn about Discussion,
content management Presentation and
systems (CMS), Demonstration
avoiding the
problems caused by
dynamic URLs and
session IDs, selecting
a good CMS, making
your CMS work with
your search engine
optimization (SEO)
efforts, using hosted
e-commerce solutions
effectively, helping
search engines read a
website built
completely in
JavaScript"
Students learn to
ensure that search
engines see the site,
create effective
sitemaps, avoid page
hijackings and how to
handle SEO problems
connected with
secure sites.
Students learn web Discussion, Google
analytics basics, Demonstration and Analytics
Measuring success, Presentation
learn what to track,
deciding on KPIs,
examining analytics
packages and
analyzing log files
Students learn web Discussion, Google
analytics basics, Demonstration and Analytics
Measuring success, Presentation
learn what to track,
deciding on KPIs,
examining analytics
packages and
analyzing log files
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 11 Lecture 32 SEO campaigns(building an T-1 Preplanning and Students learn to Discussion,
SEO-friendly site) organizing the site, design an SEO- Demonstration and
designing spider friendly friendly website, Presentation
site, creating a theme creating a style that
and style, writing rich attracts targeted
content, planning site audience, planning
navigation, site navigation,
implementing a site implementing a
search will be discussed search within
website,
incorporating
interactive media to
enhance search
engine rankings, and
creating pages that
convert

Lecture 33 Conversion and analytics T-1 Interpreting user Students learn Discussion, Google
(tracking behavior with site behavior using site measuring website demonstration and Analytics
analytics) analytics will be usability, getting a presentation
discussed handle on conversion
tracking and
analyzing rankings

Week 12 Lecture 34 Conversion and analytics T-1 Various SEO tools and Studnets learn Discussion,
(SEO tools and reports) reports to analyze the conversion testing, Demonstration and
performance of SEO and page and site analysis Presentation
the website will be tools, tracking
discussed conversions from
multiple referral
sources, seeing how
visitors travel
through the site

Lecture 35 SEO campaigns(the basics T-1 The basics of SEO web "Students learn Discussion,
of SEO web design) design will be discussed deciding on site Demonstration and
content, choosing Presentation
keywords, using H#
tags for headings,
cleaning up page
code, organizing
assets, naming files,
making site dynamic
and Developing a
design procedure

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 12 Lecture 36 SEO campaigns(building a T-1 Choosing a right mobile "Students learn Discussion,
mobile-friendly site) approach, designing for choosing the right Demonstration and
a mobile user and mobile approach, Presentation
making mobile part of designing for a
SEO strategy will be mobile user,
discussed optimizing a mobile
site for search
engines, testing for
mobile-friendliness

Week 13 Lecture 37 SEO campaigns(building a T-1 Choosing a right mobile "Students learn Discussion,
mobile-friendly site) approach, designing for choosing the right Demonstration and
a mobile user and mobile approach, Presentation
making mobile part of designing for a
SEO strategy will be mobile user,
discussed optimizing a mobile
site for search
engines, testing for
mobile-friendliness

Lecture 38 SEO campaigns(making T-1 Optimizing HTML Students learn Discussion,

your page search engine constructs for search
compatible) engines, enriching site
for rich snippets, clean
code, site compliance,
choosing the right
navigation will be
discussed
conquering HTML Demonstration and
constructs, using Presentation
clean code, designing
with sIFR,
externalizing code,
validating HTML
with W3C, choosing
the right navigation

SEO campaigns(perfecting T-1 Optimizing HTML Students learn Discussion,

navigation and linking constructs for search
techniques) engines, enriching site
for rich snippets, clean
code, site compliance,
choosing the right
navigation will be
discussed
conquering HTML Demonstration and
constructs, using Presentation
clean code, designing
with sIFR,
externalizing code,
validating HTML
with W3C, choosing
the right navigation

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 13 Lecture 39 SEO campaigns(making T-1 Optimizing HTML Students learn Discussion,
your page search engine constructs for search conquering HTML Demonstration and
compatible) engines, enriching site constructs, using Presentation
for rich snippets, clean clean code, designing
code, site compliance, with sIFR,
choosing the right externalizing code,
navigation will be validating HTML
discussed with W3C, choosing
the right navigation

SEO campaigns(perfecting T-1 Optimizing HTML Students learn Discussion,

navigation and linking constructs for search
techniques) engines, enriching site
for rich snippets, clean
code, site compliance,
choosing the right
navigation will be
discussed
conquering HTML Demonstration and
constructs, using Presentation
clean code, designing
with sIFR,
externalizing code,
validating HTML
with W3C, choosing
the right navigation

Week 14 Lecture 40 SEO campaigns(making T-1 Optimizing HTML Students learn Discussion,
your page search engine constructs for search conquering HTML Demonstration and
compatible) engines, enriching site constructs, using Presentation
for rich snippets, clean clean code, designing
code, site compliance, with sIFR,
choosing the right externalizing code,
navigation will be validating HTML
discussed with W3C, choosing
the right navigation

SEO campaigns(perfecting T-1 Optimizing HTML Students learn Discussion,

navigation and linking constructs for search
techniques) engines, enriching site
for rich snippets, clean
code, site compliance,
choosing the right
navigation will be
discussed
conquering HTML Demonstration and
constructs, using Presentation
clean code, designing
with sIFR,
externalizing code,
validating HTML
with W3C, choosing
the right navigation

SPILL OVER
Week 14 Lecture 41 Spill Over
Lecture 42 Spill Over
Week 15 Lecture 43 Spill Over
Lecture 44 Spill Over
Lecture 45 Spill Over

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
 Scheme for CA:

CA Category of this Course Code is:A0203 (2 best out of 3)

Component Weightage (%) Mapped CO(s)

Assignment 3 50
Assignment 1 50
Assignment 2 50

Details of Academic Task(s)

Academic Task Objective Detail of Academic Task Nature of Academic Academic Task Marks Allottment /
Task Mode submission
(group/individuals) Week
Assignment 3 The objective of this Students will work in groups of 3-4 members. Group Online 30 3 / 11
assignment is to Keyword Research (6 marks):
develop a
comprehensive Proper utilization of keyword research techniques and tools to
Search Engine identify relevant and high-traffic keywords.
Optimization (SEO) Effective selection of keywords based on relevance, search volume,
strategy for a and competition.
website, covering all Appropriate assignment of keywords to relevant website pages.
aspects of SEO Content Marketing and Internal Linking (8 marks):
discussed in the
content provided. Selection of a suitable writing style tailored to the target audience.
The project will Creation of keyword-specific content that adds value and engages
users.
Demonstrated understanding of local search optimization
principles.
Implementation of strategies to avoid duplicate content issues.
Proper structuring of internal links to enhance website navigation.
Off-Page Optimization (6 marks):

Implementation of white-hat linking strategies to acquire high-

quality inbound links.
Evaluation of inbound links to ensure credibility and relevance.
Integration of social media networks for brand building and
engagement.
Technical SEO (6 marks):

Identification and resolution of server issues that may impact

website performance.
Effective use of redirects for SEO purposes without compromising
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
 user experience.
Addressing content management system challenges related to SEO.
Demonstration of problem-solving skills in resolving SEO
roadblocks.
Site Analytics and Conversion (4 marks):

Utilization of site analytics tools to track website performance and

user behavior.
Proper interpretation of analytics data to make informed decisions.
Application of SEO techniques to improve website conversion
rates.
SEO Web Design and Mobile Optimization (6 marks):

Designing an SEO-friendly website structure and layout.

Ensuring mobile-friendliness and responsiveness for optimal user
experience.
Implementation of SEO best practices to improve website search
engine compatibility.
Overall Presentation and Report (4 marks):

Clear and organized presentation of the SEO strategy.

In-depth explanation of the methodologies used for each aspect of
SEO.
Well-structured and comprehensive report documenting the entire
project.

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Assignment 1 The objective of this Student will work in groups of 3-4 members. Peer rating is Group Online 30 3/8
project is to enhance applicable
the organic search Part A: Understanding SEO Fundamentals (10 Marks)
visibility of a local Research and analyze the target market and audience of the local
business website by business to put search engines in context and understand their
implementing preferences and behavior.
effective search Identify and analyze the key factors that influence search results
engine optimization and rankings to improve the site's appearance in relevant search
(SEO) strategies. results.
The project will Develop a comprehensive plan to deal with spam issues, ensuring a
focus on u clean and high-quality search ecosystem for the business website.

Part B: Conducting Keyword Research (10 Marks)

Employ keyword research techniques and tools to identify relevant
keywords with high search volumes and low competition for the
local business.
Select appropriate keywords based on the research and categorize
them into primary and secondary keywords for different pages on
the website.
Assign keywords to specific pages and create a keyword map to
guide the content optimization process.

Part C: Implementing Content Marketing and Internal Linking (10

Marks)
Select a suitable style and tone for the local business's target
audience to create engaging and valuable content.
Create keyword-specific content for the website, incorporating the
selected keywords naturally into the content.
Develop a content marketing plan to adapt the content for local
search and build the business's brand reputation.
Establish an internal linking structure to improve website
navigation and enhance the user experience.
Develop strategies to obtain high-quality inbound links from
credible sources and connect with relevant social networks to boost
the website's SEO.

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Assignment 2 The objective of this Students will work in groups of 3-4 members. Peer Rating is Group Online 30 8 / 12
project is to applicable.
optimize a website
for improved user Part A: Optimizing Foundations (10 Marks)
experience and Identify and address common server issues that may affect the
conversion rates by website's performance and search engine visibility.
addressing Evaluate the domain name's impact on SEO and suggest
foundational SEO recommendations for choosing an SEO-friendly domain name.
elements and Implement appropriate redirects for SEO purposes, ensuring a
implementing SEO smooth user experience and preserving SEO value during website
campaigns and updates.
analytics. Analyze the content management system for potential SEO troubles
and provide solutions to optimize it for search engines.

Part B: Implementing Site Analytics and Conversion Tracking (10

Marks)
Employ site analytics tools to track user behavior, traffic sources,
and other key performance indicators (KPIs) for the website.
Create a comprehensive analytics report to analyze the website's
performance and identify areas for improvement.
Utilize SEO tools and reports to conduct a thorough SEO audit and
identify opportunities for enhancing search engine compatibility.
Implement strategies to improve conversion rates on the website
and increase user engagement.

Part C: Building and Executing an SEO Campaign (10 Marks)

Design an SEO-friendly website that adheres to the basics of SEO
web design and is optimized for mobile devices.
Create a mobile-friendly version of the website to cater to mobile
users and improve search engine rankings.
Develop a plan for making the website search engine compatible,
considering technical SEO aspects.
Implement navigation and linking techniques to improve website
structure and ensure smooth user navigation.
Create and execute an SEO campaign, setting clear objectives and
defining tasks and milestones to achieve the desired SEO goals.

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.